This is an entry in our daily Internet Marketing Advent Calendar series. Each day your favorite marketing elves Kasi and Amanda will focus on a new topic to get your internet marketing in order before the start of the new year.
Customer Service has become part of Marketing
Remember traditional marketing? My that was safe! Taking our carefully crafted messages and, after a lengthy process, submitting them to the public via a television ad, radio ad, press release etc. Then we sit back, collect our press clippings, pat each other on the back at all of our success and laugh all the way to the bank (Well it went something like that).
With social networking sites becoming a part of daily life and the demise of TV, radio and newspapers, marketing is faster, messier and open for the whole world to see. Our IT department is doing marketing, our billing department is doing marketing and a big one – our customer service departments are doing marketing.
If a customer has a good or bad experience their sentiments can and will be on the internet minutes after the encounter. All the crafted messages, impressions, press clippings could perhaps not even hold a candle to a disgruntled Tweet or blog post by a popular blogger.
How are you going to make sure your marketing message is the same from the top all the way down? Figure out your core marketing messages and make sure that it is understood by every department, employee, intern, VP – anyone who will at any time be interacting with your customers or publishing content about your company.
Make your mission and marketing message something tangible, easy to explain and true.
This isn’t Mad Men Marketing anymore… this is real life. Your carefully spun and crafted messages mean little compared to what your customers are saying about you.
“You can pimp your ride but that doesn’t change the essence of how you travel in your car”
Gary Vaynerchukk – Crush It
Read the rest of the Internet Marketing Advent Calendar